The
Challenge
To launch the new Volkswagen Polo, our challenge was to engage a Gen Y audience with a particular taste for a bit of culture and a big night out on the town.
The
Strategy
Building on Polo’s cultural positioning, PLAY developed a social media inspired street activation. Our strategic approach was to use Polo’s cultural positioning to deeply entrench it as an authentic part of the Gen Y lifestyle, taking the game of Marco/Polo to a new level!
The
Experience
Cue Marco, the hippest cat in town. Knowing where all the night’s best gigs, shows and parties were about to take place, Marco would post “Marco” on his Facebook page and the first to respond with Polo would be picked up in a new Polo, driven to the party with free tickets and backstage access. Run over 3 weekends, the Marco Polo team took to the streets of Sydney, Melbourne, Brisbane and Perth.
The
Results
1.89 Million campaign impressions
25,289 Active engagements
2,307 Driving engagements
10 MINS + Average drive time
Say what’s up to Marco at www.facebook.com/MarcoPolo.
